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The world’s most awarded campaigns and companies for effectiveness
The WARC Effective 100 is an annual ranking of the world’s most awarded campaigns and companies for effectiveness. It forms part of the WARC Rankings, and sits alongside two further rankings, for creativity and media.
The rankings are a benchmark for excellence in effectiveness, allowing marketers to compare their performance with that of their peers.
Which shows were tracked for the 2020 Effectiveness 100 rankings?
The 2019 results of:
Global: Effies, Cannes Lions (creative effectiveness & creative strategy categories), IPA Effectiveness Awards, WARC Awards, Jay Chiat Awards, APG Creative Strategy Awards, AME Awards, ARF David Ogilvy Awards
Regional: Effies (APAC, EACA Euro, MENA, LATAM, North America, local markets), Loeries*, Premios Eficacia(Portugal & Spain), Tangrams*, WARC Prize for Asian Strategy, WARC Prize for MENA Strategy
*effectiveness categories only
You can read an outline of the methodology for the rankings on page 12, and an in-depth explanation of the Effective 100 methodology is available here.
Contents
2 Welcome to the WARC Effective 100 3 Top campaigns for effectiveness
4 Top creative agencies5 Top media agencies6 Top digital / specialist agencies7 Top agency networks for effectiveness 8 Top agency holding companies9 Top brands for effectiveness 10 Top advertisers for effectiveness11 Top countries for effectiveness
12 The methodology13 More from WARC Rankings
1 It's a Tide Ad TideSaatchi & Saatchi New York / Hearts & Science New York / MKTG New York
Household & Domestic USA 75
2 Oyster Kanji DictationHiroshima Tourism
I&S BBDO Tokyo / BBDO J West Hiroshima Transport & Tourism Japan 69.1
3 Prescribed to DeathNational Safety Council
Energy BBDO Chicago / PHD ChicagoNon-profit, public sector & education
USA 65.9
4 Vodafone Sakhi Vodafone Ogilvy Mumbai Telecoms & Utilities India 62.6
5 Unforgettable Bag Tesco Grey Kuala Lumpur Retail Malaysia 55.2
6 The Adaptive Data Lighthouse Lifebuoy Mindshare Mumbai Toiletries & Cosmetics India 52.8
7 Project 84 CALM adam&eveDDB LondonNon-profit, public sector & education
UK 51.1
8 Black Supermarket Carrefour Marcel Paris Retail France 50
9 Everyone is an Amazing Book Amazon Prime McCann Shanghai / MRM//McCann Shanghai Retail China 41.1
10 Faces of the City Coca-Cola McCann Shanghai Soft Drinks China 40.2
Top 10 marketing campaigns in the WARC Effective 100
View full rankings on WARC Rankings
Top 10 creative agencies in the WARC Effective 100
1 14 FP7 McCann Dubai, UAE 138.7
2 11 AMV BBDO London, UK 98.8
3 9 CHE Proximity Melbourne, Australia 91.5
4 *New DDB Auckland, New Zealand 80.3
5 2 Ogilvy Mumbai, India 80
6 5 adam&eveDDB London, UK 78
7 *New Saatchi & Saatchi New York, USA 77.2
8 6 McCann New York, USA 75.3
9 20 Energy BBDO Chicago, USA 74.4
10 *New I&S BBDO Tokyo, Japan 69.1
View full rankings on WARC Rankings*New = outside the top 50 last year
Top 10 agencies in the WARC Effective 100
1 21 Hearts & Science New York, USA 70.3
2 *New Mindshare Mumbai, India 70.1
3 *New PHD Chicago, USA 62.5
4 3 Mindshare Istanbul, Turkey 62.3
5 15 OMD New York, USA 47.7
6 5 Starcom Chicago, USA 44.7
7 45 Starcom Warsaw, Poland 40
8 *New UM Toronto, Canada 39.7
9 *New Reprise Petaling Jaya, Malaysia 39
10 17 Wavemaker Warsaw, Poland 34.7
View full rankings on WARC Rankings*New = outside the top 50 last year
Top 10 agencies in the WARC Effective 100
1 *New MKTG New York, USA 57.8
2 *New MRM//McCann Shanghai, China 41.1
3 *New Ayzenberg Los Angeles, USA 40
4 *New R/GA New York, USA 25.9
5 *New Arc Worldwide Chicago, USA 25
6 *New Fullsix Lisbon, Portugal 24
7 30 Edelman New York, USA 23.5
8 *New Plan.Net Munich, Germany 23.3
9 *New Digitas Chicago, USA 21.3
10 3 Ogilvy & SocialLab Brussels, Belgium 21.2
View full rankings on WARC Rankings*New = outside the top 50 last year
Top 10 agency networks in the WARC Effective 100
1 1 McCann Worldgroup Interpublic Group 1188.6
2 2 BBDO Worldwide Omnicom Group 886.6
3 3 Ogilvy WPP 759.5
4 9 DDB Worldwide Omnicom Group 531.6
5 5 Dentsu Aegis Network Dentsu 482.3
6 7 IPG Mediabrands Interpublic Group 479
7 13 Mindshare Worldwide WPP 433.8
8 6 TBWA Worldwide Omnicom Group 425.9
9 8 OMD Worldwide Omnicom Group 410.9
10 4 Wunderman Thompson WPP 380.5
View full rankings on WARC Rankings
Top 10 holding companies in the WARC Effective 100
1 1 WPP 2496.7
2 2 Omnicom Group 2230.4
3 3 Interpublic Group 1980.8
4 4 Publicis Group 1169
5 5 Dentsu 505.3
6 6 Havas Group 307.1
7 7 Accenture 144.2
8 8 MDC Partners 119.9
9 9 BlueFocus 38.4
10 12 Hakuhodo DY Group 18
View full rankings on WARC Rankings
Top 10 brands in the WARC Effective 100
1 2 McDonald’s Retail 174.9
2 1 Coca-Cola Soft drinks 169.9
3 4 IKEA Retail 145.5
4 41 KFC Retail 144.2
5 10 Vodafone Telecoms & utilities 118.6
6 3 Burger King Retail 87.3
7 *New Tide Household & domestic 75
8 *New Xbox Tech & electronics 74.7
9 *New Hiroshima Tourism Transport & tourism 69.1
10 *New National Safety Council Non-profit & education 65.9
View full rankings on WARC Rankings *New = outside the top 50 last year
Top 10 advertisers in the WARC Effective 100
1 1 Unilever Netherlands/UK 325.2
2 3 The Coca-Cola Company USA 241.6
3 5 Nestlé Switzerland 219.4
4 13 Anheuser-Busch InBev Belgium 207.9
5 6 Procter & Gamble USA 191.2
6 9 McDonald’s USA 174.9
7 28 Yum! Brands USA 165.5
8 21 Vodafone UK 146.2
9 17 IKEA Sweden 145.5
10 11 PepsiCo USA 123.4
View full rankings on WARC Rankings*New = outside the top 50 last year
Top 10 countries in the WARC Effective 100
1 1 USA 1185.3
2 3 India 691
3 2 UK 521.8
4 15 China 446.4
5 29 United Arab Emirates 407.7
6 6 Argentina 371
7 9 Russia 361.3
8 4 Australia 351.1
9 11 Peru 298.3
10 16 France 289.2
View full rankings on WARC Rankings
Methodology: outlined
The three-step methodology we use to compile the WARC Rankings for creativity, media and effectiveness is:
1. Select the right shows and weight them
To determine the most prestigious and rigorous shows, we annually survey industry executives and consult with the C-suite across advertising and media agencies, and brands.
Shows are then weighted between 1 and 5 based on a number of factors, including:
a) The relative standing of the show from the results of our research.
b) The level of competition. For example, a global show will tend to be weighted higher than a regional show, and an ‘integrated’ category will be weighted higher than a niche category.
2. Assign the points
Points are assigned to the campaigns and companies behind them, determined by level of the award: Grand Prix (10), Gold (6), Silver (4), Bronze (2).
3. Calculate the scores
Campaigns, agencies and brands which are credited in the published winners lists, accumulate points using: award points x weighting. E.g. a Grand Prix winner in an integrated category at a show rated 5 will score 50 points.
Caps apply to the accumulation of these points in order to level the playing field across the different sized shows. Please see the individual ranking methodologies for detail of these caps.
Please see the individual ranking methodology for the Effective 100 for more detail.
WARC Rankings are the ultimate benchmark for marketing. They celebrate excellence in creativity, media and effectiveness.
They compile the results of award shows that ran the year prior to its publication (e.g. the 2020 rankings reflect the results of award shows that ran in 2019).
In an industry that sometimes struggles to defend its place in the C-suite, the Rankings offer an opportunity for marketers to reflect on the best campaigns in the business and to review the impact their own work has on their brands.
The benchmarks and insights garnered from the WARC Rankings are at the core of our brand promise: to bring confidence to marketing decisions through evidence-based insight and inspiration.
Learn more at the WARC Rankings website
We combine the winners' lists from the industry’s most important global and regional awards shows to establish the annual worldwide league tables for the advertising industry. We offer the following rankings:
WARC Creative 100 The world's most awarded campaigns and companies for creativity based on performance in creative awards.
WARC Media 100 The world's best media ideas, based on their performance in media awards shows.
WARC Effective 100 The world's most awarded campaigns and companies for effectiveness based on performance in strategy and effectiveness awards.
As well as the full rankings, subscription to the WARC Rankings site includes access to a searchable library of more than 5,000 creative campaigns (both from WARC Rankings and its predecessor, Gunn Report).
Contact WARC Rankings
Amy Rodgers Managing Editor, Research & Rankings [email protected]
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